Andrew Kim set out to rebrand Microsoft as a company of the future in just 3 days. This was an experiment called “The Next Microsoft”. He came up with a new font for “microsoft” as well as an icon called “slate”.

In Kim’s experiment he does leave out the application for Xbox, Microsoft’s entertainment empire, which with the slate design would fit perfect in creating the “X”. We are in favor of the slate as it creates this icon for Microsoft that can be applied across their various products. The Windows icon is more recognizable than Microsoft’s “M” in a square. With the slate, Microsoft would be branded across on products in a clever, but logical way.

Here are the highlights of this experiment: 

I decided that Microsoft needs to be a brand that represents the future. Be slightly aggressive unlike Apple and Google’s friendly marketing. Promise to deliver the future today. Be almost science fiction.

The Windows brand is legendary but does not represent a progressive image. It feels outdated and has connotations that aren’t helping Windows Phone and Surface.

The new logo for 2012 (perspective four paneled window) is radical but does not shed the past. The window in perspective is also visually uncomfortable when applied on products.

Microsoft is showing a progressive vision that was missing in the company for years. This is however tainted by a branding effort that simply does not inspire people.

The next Microsoft is build around a belief and passion for the future. Innovation and progress is engraved into the culture and expressed to the public in a bold and mysterious fashion.

• Source minimallyminimal.com

• 07/03/12